A Peek Inside L.A. Live's ESPN Zone
Eric Richardson
[Flickr]
Entering the front door of L.A. Live's ESPN Zone, patrons have the choice of visiting the restaurant and Collection store downstairs or the Sports Arena game room and Hole 19 bar upstairs.
DOWNTOWN LOS ANGELES — It's only been open three weeks, but the ESPN Zone at L.A. Live is already doing numbers comparable to some of the stronger stores in the chain. The restaurant, which can seat 700, was the first to open in the $2.5 billion entertainment complex and features four bars, two distinct dining areas and a massive game room.
This morning, blogdowntown met up with General Manager Eric Levitt to take a tour around the facility and give those of you who haven't made it in a look at what they've got going on.
There are two fundamental numbers when it comes to ESPN Zone: fourteen and sixteen.
Fourteen is the number of beers on tap. Beer makes up fifty percent of sales at the restaurant.
Sixteen is the number of DirecTV receivers on site, which equates the number of different feeds available for distribution to TVs around the facility.
There's a production manager on-site at all times, making sure the right content's going to the right screens and that the technology is working according to plan. He manages all that from a control booth above the restaurant's entryway, where a computer system can route any feed to any screen in the venue.
Want to know what games are going to be shown? If it's on TV anywhere, chances are it'll be on at ESPN Zone. The programmer compiles the lineup from a daily satellite sheet and schedules which games are going to appear on which screens. Potential visitors can call the day before to find out where their game is playing.
In the Screening Room, ground-zero for game watching, a line of 50" screens sit atop a trio of larger displays. Two 103" panels flank a massive center screen made out of three 103" panels turned vertically and joined together. It's a cool concept, but one that didn't quite work out. The bezels between the panels cause split-screen talking heads to go faceless. Levitt says discussions on a replacement are underway.
Upstairs, the main feature is a large game room, dubbed the Sports Arena. It wraps around the corner and features sports-themed games like free throw shooting, racing, mini-bowling and boxing. Rates vary depending on how many points one puts onto a game card, and discounts are available via the MVP Card, available free on the ESPN Zone website.
Levitt is a gamer himself, and said that he makes sure to play every game at least once a week to make sure that it's performing correctly. He then relays his findings to the on-site game technician.
When the ESPN production facility upstairs is up and running in 2009, guests at the restaurant will be able to get a feed showing what's going on in each of the four studios. ESPN Radio will also be broadcasting from the facility; a large radio booth is currently being built out adjacent to the Screening Room.
For those looking to camp out during the Super Bowl or March Madness, ESPN Zone charges minimums (such as $10 per person, per hour) during heavy times. While certainly part of the goal is to make sure a couple cheapskates don't sit drinking waters during the whole game, the minimums also help make sure that those who visit during heavy times are able to get a table without waiting forever.
The restaurant doesn't take reservations, but MVP card members can request priority seating a day in advance.
ESPN Zone at L.A. Live / Figueroa at Chick Hearn / 213-765-7070
benjamin on December 17, 2008, at 12:17AM – #1
this place is ozzing sooo much hetrosexuality!!!
Downtown on December 17, 2008, at 01:15AM – #2
The game room is much smaller than I had imagined and the signage is quite poor. You would think they would have a huge LED screen or something much louder to attract attention from passer bys.
Besides that the place is nice and all the different TV monitors are great for game watching. This place and LA Live in general with the Yardhouse will be great for big game watching.
Vanzant on December 17, 2008, at 01:04PM – #3
ESPN really knows how to run a sports bar! Having a production guy there at all times is great, and scheduling the games for each screen even better. That biggest tv definitely need those bars in between taken out, glad theyre aware of that. Noones gona be watching the Superbowl on that if you cant see certain sections, especially at $10 an hour!
The whole $10 an hour concept might be good for big events, but I wonder how many people outside of us locals would be willing to spend $5 an hour on parking on top of that. Theres no validation!
Also, the game room doesnt compare to the one in OC, no rock climbing! Better if they take it out all together and make a bigger bar!
Brian on December 17, 2008, at 03:18PM – #4
Thanks for the inside look!
I've been looking for a local place to catch a certain NFL team on a Sunday but didn't want to drive out to Burbank to the one bar I know will show the game.
Haven't been over yet but I hope the prices are inline with other ESPN Zones around the country - not great but not terrible.
Ron on December 17, 2008, at 10:08PM – #5
I took the kids downtown on Saturday for the ESPN zone since they've always had a good time at the Disneyland branch. First shock was the $20 parking, thanks to a daytime Kings game. The wildly fluctuating parking fees in LA Live are going to be a real buzz kill for anyone who just wants to pop in there for a bite. I wonder how the movie theater will handle it?
As to ESPN Zone itself, the whole place felt curiously low budget and oddly designed, almost as if it was shoehorned in to an existing space. I get that they are going for a more corporate/classy feel then their Anaheim fun house, but even in that realm it felt sort of under decorated and sterile. The food was kind of bland and a little gross too, not that I expected much, but again, in Anaheim and Chicago it always seemed like it was tasty for bar food.
The capper was when I went up to the arcade, which is nowhere near as big or ambitious as others in the chain (and feels like it was shoved in a service corridor) they wouldn't honor their "MVP card" that I dutifully applied for online to get a discount on the games, saying the "computers weren't set up yet to accept it." And they had an ad for the program sitting right there on the register. No apology, no offer to comp a few points or anything. Just a take it or leave it shrug. Not sure under what circumstances I'd go back, given the other options that will soon open around it.
On the other hand, we also went to the Grammy Museum and though that also felt a little like someone used some leftover space, it was well thought out and designed, if a little small by big time museum standards.
Will on December 22, 2008, at 02:51PM – #6
20 dollars parking with a 40 daily max. What a rip off. None of the restaurants are offering validations so far. I rather drive to Long Beach than 3 miles to LA Live.
Marc Jablon on December 23, 2008, at 10:27AM – #7
ESPN zone has never been that impressive
Lauren on January 10, 2009, at 01:50AM – #8
People in LA complain about everything. If you don't want to pay a parking fee then take the subway. If you don't want to take the subway then pay the parking fee. ESPN Zone is a place to have a beer and watch a game, not dine at the Ritz. If you think LA live is expensive try to go to Manhattan and park your car and you'll stop compalining.
Paul on January 16, 2009, at 02:29PM – #9
The best ESPN Zone I have ever been to is the one in Times Square. The place is huge and the food is excellent. I called the LA Live version and my impression is that it will not do well. I've worked in downtown LA for a number of years and there are MANY other options to watch a game. You can even go the the Sky Box at Staples and enjoy the game. If they don't make a way to make it more client friendly, other establishments will easily take their business.